Entertainment executives across the industry have increasingly started using demand data to make more informed content decisions, and the case of "Loki" in India presents an excellent example of how this type of information can be used for programming, content valuation, and distribution decisions.
Firstly, content valuation based on demand data can tell you a lot about how much a given title is worth. By using demand data to evaluate a show's popularity relative to the market average, executives can determine whether the content is worth acquiring, or producing, and how much they should be paying for it. For example, the exceptional demand "Loki" has enjoyed over the last 30 days in India offers a clear indication of the show's potential value in the eyes of viewers and as a result, has enabled Parrot Analytics, an independent data firm, to determine that it has been 32.1 times more popular than the average show in India. A platform considering acquiring "Loki" can use this information to make a calculated decision regarding the amount of funds they should allocate towards the show.
Another valuable insight that demand data allows executives to gain is the ability to identify trends and shifts in demand over time. In October, the month being analyzed here, demand for "Loki" in India increased by 53.7% compared to the previous month. This data can be used to determine factors that may be contributing to the show's popularity, which can be leveraged to inform future programming decisions.
Using demand data, executives can also evaluate the performance of a title in markets outside of its home country. They can learn which countries are the biggest fans of a show by examining demand share and the number of people expressing demand for a show in a particular market. "Loki" has been exceptionally popular in the United States, highlighting the fact that the show has a relatively higher demand for US audiences compared to its demand in other countries (such as Brazil, Canada, India, the UK, Australia, Russia, Germany, and China). As such, an executive can use this information to market and distribute the show more effectively, as well as to make decisions about how to prioritize and allocate resources based on differing geographic demand.
Finally, demand data can inform strategic decision-making, as its insights can be used to refine marketing strategies, optimize release schedules, and align the series with the right platform partner. In the context of "Loki," executives can use the analysis provided by Parrot Analytics data to gain insights into which shows fans of "Loki" also like (e.g., "Star Trek: Lower Decks", "Rick And Morty", "The Wheel Of Time", "Foundation", and "Star Trek: Strange New Worlds"). This type of information can be used to identify potential future partnerships or even influence the show's marketing creative direction.
Overall, "Loki" in India provides a compelling case study of how demand data can provide valuable insights for executives making programming, content valuation, and distribution decisions. By leveraging this data, executives can make more informed decisions that take into account the shifting landscape of audience demand.
